Mining for Gold in Patient Communities


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Product Description

During a recent social media summit with patient community members who live with diabetes, Roche discovered a vital piece of information that changed its marketing and improved its credibility within the patient community.
According to Mike Lawson, head of experience at the Diabetes Hands Foundation and a diabetes patient who attended the summit, Roche was demonstrating its glucose meter to the assembled group of community patients when one patient mentioned that the meters in the ads featured unrealistic glucose readings. Heeding the patient’s feedback, Roche changed the numbers in the ads to better represent a number a diabetic…

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